While it may seem that the green marketing trend born in the early 90’s has never really stopped, it certainly has hit its share of roadblocks. The new green wave seems to have less of a failure rate with the consumer’s needs considerably more in mind…at least in theory.
The early forays into sustainable green products were often disappointing: an electric car that took too much time to charge, biodegradable bags that didn’t actually disintegrate, recycled toilet paper that could second as sandpaper and cleaners that didn’t really…well, clean. And to add insult to injury, green products were often more expensive and not easy to find. Public skepticism grew as these companies often made eco-friendly claims that were simply unsubstantiated.
Today, the green marketing trends to be more fine-tuned, focused and considerably more widespread as well as publicly accepted. Green is on the rise – there is no doubt. Any company worth its sea salt recognizes the importance of jumping on the eco-friendly bandwagon or risk being left in the dust.
The Financial Times reported that several of the largest advertising agencies (Oglivy, Y&R and Saatchi & Saatchi) foresee a wave of green marketing campaigns vying on environmental platforms. “Corporate hygiene” is needed to maintain a certain, eco-acceptable public image. Environmental branding is rising in importance as far as board agendas.
The societal watchdog element is also something that wasn’t as prevalent in the early 90’s. Now, an online community can publicly stone a “greenwashed” campaign. A company making false environmental claims could suffer image repercussions for years.
Today’s marketing campaign must also address a particular apathy that has developed in the consumer psyche, as buyers become increasingly overwhelmed and hopeless when it comes to topics such as global warming. The latest trend needs to address the consumer from a place of empowerment and convenience. Saving Mother Earth is not enough. An advertiser needs to ensure that their green product offers ease and savings, not simply altruism (sorry Mother Teresa).
The 90’s served as a testing ground for many green campaigns – lessons were learned. Now, the stakes are higher as any company NOT competing in the green arena could be seen as suspect. With the proliferation of the green message, one must keep their product’s message simple, truthful and practical for the consumer in order to ride this new wave.
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